Toshiba’s latest commercial called out for being racist to Westerners

You would think that in this day and age, brands would be more careful about making fun of foreigner stereotypes in their marketing and advertising campaigns. But apparently, Japanese and international company Toshiba didn’t get the memo, as evidenced by their latest TV ad for a rice/bread maker that has been called “racist” by netizens.

The ad for “SuiDanPa”, the company’s newest rice maker that can also make bread, shows two business women talking about their love for bread and/or rice. They are the two featured characters in a series of spots for Toshiba, but this time around, one of the women dons a blond wig, wears a fake big nose and speaks in a heavy Japanese accent and with her words subtitled in katakana. This is the normal stereotype in Japan of what Westerners, particularly white people, look and talk like. And while some have said that the ad is trying to be ironic, maybe they should look up what the word actually means, because it seems to perpetuate and even exploit that particular stereotype.

While this is not the first time that something like this has been done to the gaijin (a term that has also now been deemed politically incorrect), or non-Japanese, it certainly seems short-sighted for a multi-national company like Toshiba. And aside from the fact that people are calling it racist, if you “analyzed” it, it is really a poorly conceptualized and executed ad, which is probably one of the reasons why it hasn’t been shown on TV as of now. It seems it has offended both foreigners and people with good taste, so Toshiba would be wise to take note.

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PandaWatch

Oy vey, racists

Paul Henning

Oy gelvalt it’s not a big deal

Seprényi Gábor

Please add a video link! Where can I watch the commercial? I became interested after having read the article.

Thanks! I am a gaijin living in Japan, but I don’t find the commercial racist (maybe because of the big nose?). But I find it more degrading and offensive to women than being racist. The commercial pictures both Japanese and gaijin women as very silly, second grade persons I think. For me the mesage of the commercial is the following: “silly women don’t know how to make bread (though it’s their job, they’re women, right?), but clever men invented a tool to make their life and duties easier.”

Mia Carla

Not offended I am actually happy they have someone who sorta looks like me

RolandRackham

What’s racist about it? I’m a Caucasian male from the US South and this
is about the most non-offensive stereotyping I’ve ever seen. ‘Course, I
don’t understand a word they’re saying. But how bad can it it be? Some
comparison to whites folk and rice?

Looks like the real racists are all these sheeple who think this ad is racist. Personally, I find it kinda cute.

Mr. Invisible

We should put some glasses and buck teeth on a guy who screws up his Ls and Rs. Not racist either.

yickth

I’m a human living in Japan, and what I see here is a woman with a fake nose imitating someone – who I don’t know – but someone. If you see racism, then you are the source of that racism. What you see is what you get. Perhaps it’s time to look deep within yourself and straighten your shit out.

PandaWatch

“If you see racism, than you are the source of that racism” is the stupidest thing I’ve ever heard. Perhaps in a perfect world where racism never existed in the first place, but unless you know what’s racist, whats to stop you from being racist as well?

yamashita_k

Maybe he means to warn excessive reactions to racism bring another discrimination. If so – it’s a truth. Though overseas people might not know well, it’s a social problem in Japan. (Of course I don’t mean to say this ad is proper.)

yickth

“If you see racism, than you are the source of that racism.” Perhaps that may be the, uh, stupidest thing you’ve ever heard (*seen would be more accurate), but that’s not what I wrote. I wrote, “If you see racism, then you are the source of that racism.” How do you feel about that?

PandaWatch

I still fell like it’s pretty stupid.
Maybe if you just close your eyes, then all the bad racists will go away.

yickth

Pride’s gotten in there a bit. Let it go, as it’s only getting in the way of growth. I feel pride in many things, so I understand. We’re connected – perhaps as one being – so any realization I have is yours as well. What we see is what is. Here’s an idea for you to ponder: if all humans left this planet, would value still exist? I’m curious what you think about that.

ChuckRamone

What a bunch of illogical nonsense. Everyone must think what you think because you done thunk it now! A hyuk hyuk.

PandaWatch

It’s fine if you don’t find it offense, but the fact is it is still offense to some. It portraits caucasians as blonde, big nosed, bad at speaking Japanese, and only loves bread. If you don’t think this is racist that you have no problem with blackface or white people using there fingers to “slant” their eyes to portait asian people.

http://www.jlist.com Peter Payne

We often are. The main point is her emotional way of speaking, which is spot on.

PandaWatch

Sorry but, we’re not “often” blonde, big nosed, or bad at speaking Japanese. Though I do love bread, I wouldn’t make a scene of it 😉

kawasaki-tokyo

Everything might always offend someone, if that’s what you mean.

If you feel offended by a character that you find “misrepresenting” certain category of people – be it caucasian, foreigner in general, or even women in general – then it may just be impossible not to offend anyone.
What if Toshiba used a real caucasian person who actually has certain characteristics such as blonde, big nose and terrible accent? Also, what if they portrayed a fake caucasian with brunette, medium nose and fluent language?
It is interesting to know some people get upset because a stereotype DOESN’T apply to them, while others get also upset because it DOES.

Personally I get offended if the intention is to humiliate or discriminate in the first place, which I don’t see for this particular spot. As for using fingers to “slant” their eyes to portrait Asian people, yes, I think it is offending as long as it is intended to humiliate someone. Basically it all depends on the context.

Emanuele Gi

I am appalled to see so many foreigners condoning this blatantly racist commercial. That’s why they always get away with it, as a “community” we don’t have the backbone to go there and protest against this degrading portrait of foreigners (fake big nose, horrible accent, preposterous behaviour…). I am outta here…

Cause I know blonde whites come top of the foreigner heap, this one can just slide by, even though racial caricatures are strictly not funny and in bad taste. I’m more concerned about why the Japanese public accepts allowing Zaitokkukai to make anti-Korean demonstrations every week in Shin-Okubu, a strongly Korean residential and business neighborhood; a very ugly kind of racial harassment.

Flossfett

Is it the nose that is racist? I would find it more racist if every girl that I know here didn’t want a westerners nose. Maybe it’s the accent, I don’t know, I don’t speak Japanese well enough to tell

Stacey

Not sure if it’s “racist”, but the fake noses are a bit too much.

Miles Bader

There’s certainly tons of racism in Japan, but this isn’t it…

Bulder

Yes . That’s what Japs are famous for …..being racists ,miserable and phony !! I think Japs should stop having kids . Seriously , do good to the planet stop making Jap baby’s . Imagine how much tuna fish will be speared ?!!

Whirled Peas

Pot calling the kettle black. Rather than addressing the discussion about whether or not that particular ad was racist you make gross generalizations about a whole nation, throw in a derogatory term for good measure, advocate the self-elimination of said people (genocide by non-reproduction) and try to pass yourself off as politically correct eco-activist concerned about tuna. You should examine the history and current affairs of your own country, it’s eating habits, it’s record of elimination of land, peoples, and species. And its attitudes and actions against indigenous or foreign people.

Roan Suda

There are Japanese commercials so subtle and clever as to be works of art. This is not one of them. But is it “racist”? Oh, come on!

JiggyWithIt

its not an accurate portrayal of americans because she’s not morbidly obese

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